The launch of each Kmart Living range is an highly anticipated event. We were tasked with building awareness of Kmart's home style credentials and low prices to prompt a home refresh with Kmart's new August Living range.
Objectives: Increase YOY sales by 10%, get customers shopping a 'look' and not just individual products, to increase basket size; and establish Kmart as the number one store for on-trend home products at low prices.
Currently, the only way to see the full collection is the catalogues. But of the millions of Kmart catalogues that are distributed each month only 13% are read.
Kmart is home to Australia's lowest prices and home to Australia's most passionate fans. Every time Kmart drops a new collection, people can't stop talking about it. The only problem is that we don't play an active role in those conversations. So to introduce Kmart's new living range we found a way to join them… literally.
Stick & Style uses a platform that already exist in the hands and pockets of millions of people (iPhones), and leverage a well spread existing behaviour (asking friends and family's opinion about shopping choices) while allowing you to look how the products would look like in your home.
We know that while decorating their home, people like to take home swatches and samples to see what the product might look like. When buying clothes, people have the changing room to try the new items.
You couldn't do this for decor.
Kmart Stick & Style is more than just pictures that people can share with each other; it's a brand new type of catalogue that's never been done before, so engaged people don't even realise it's a catalogue.
The Kmart Stick & Style app launched on the 8th August, with support of a short video encouraging downloads on Kmart's Facebook page. The reception was great, and it quickly spread through tags, shares and comments.
- The idea couldn't be more well received.
- Facebook comments are overwhelmingly positive.
- In less than 24 hours, Kmart Stick & Style went #1 on the App Store's Top Free list.
- In one week, it smashed its download KPIs for the entire year...By over 400%.
One social post received:
- 217K+ views
- 107 shares
- 1K+ likes
- 1.6K+ comments
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